Dr. Maya Farah


Maya Farah is an assistant professor of marketing at the Adnan Kassar School of Business, LAU and the co-chair of the Department of Hospitality Management and Marketing. She holds a PhD in Marketing from the University of Manchester. In addition, she has an MBA and a BSc in Banking and Finance from LAU. Her research is centered upon understanding consumer choices, consumer boycotting behavior and Islamic marketing.

Teaching Interests

  • Consumer Behavior
  • Marketing Research
  • Marketing Management
  • Marketing Communications
  • International Marketing

Research Interests

  • Consumer Psychology: Understanding Consumer Choices, Satisfaction and Behavior 
  • Social-Cognitive Theories Applications to the Understanding of Consumer Behavior and Misbehavior
  • Consumer Boycotting Behavior
  • The Effects of Aspects such as Country of Origin and Ethnocentrism on Consumer Purchase Decisions
  • religion and Religiosity on Consumer Purchase Decisions
  • Islamic Marketing
  • Consumer Churning/Switching Behavior
  • Consumer-Retailer Relationship in the Digital Era

Selected Publications

Chapters in Books:

Cateora, Graham, Gilly & Farah. International Marketing. McGraw-Hill Publishers, Middle East edition, 2013. (used in over 35 regional universities)


Farah, M. F., in Handbook of Islamic Marketing, Sandıkcı, O. and Rice, G. (eds.), The Arab Consumer Boycott of American Products: Motives and Intentions. London: Edward Elgar Publishing Ltd., 2011.

Articles in Refereed Journals:

Farah, M. & Ramadan, Z. (2017). Disruptions versus more disruptions: How the Amazon dash button is altering consumer buying patternsJournal of Retailing and Consumer Services, Vol.39 November 2017, 54-61.

Ramadan, Z. & Farah, M. F. (2017, published online). The advent of the ‘Social Moment of Truth’ in online communities. International Journal of Web Based Communities, 13(3). doi:10.1504/ijwbc.2017.10004122

Ramadan, Z. & Farah, M.F. (2017, published online). The Pokémonisation of the first moment of truth.  International Journal of Web Based Communities, 13(2). 

Farah, M. F. (2017). Consumers’ switching motivations and intention in the case of bank mergers: A cross-cultural study. International Journal of Bank Marketing, 35(2), 254-274. 

Farah, M. F. (2017). An Application of the Theory of Planned Behavior to Customer Switching Intentions in the Context of Bank Consolidations. International Journal of Bank Marketing, 35(1), 147-172. 

Farah, M. F., & Fawaz, R. (2016). A Comparison of the Influence of Personal and Cultural Values on the Consumption of Luxury Goods across Arab Regions: Levant versus Gulf. Contemporary Management Research, 12(2), 139-168. 

Ramadan, Z., Farah, M.F. & Mrad, M. (2016). An Adapted TPB Approach to Consumers’ Acceptance of Service Delivery Drones. Technology Analysis & Strategic Management. doi:10.1080/09537325.2016.1242720 

Farah, M. F., & El Samad, L. (2015). Controversial product advertisements in Lebanon: A study of Sunni-Shi’a sectarian disparities and similaritiesJournal of Islamic Marketing, 6(1). 

Farah, M. F., & El Samad, L. (2015). The influence of gender on the assessment of controversial products’ advertisement in LebanonAdvertising & Society Review16(2).

Abosag, I. & Farah, M. F. (2014). The Influence of Religiously Motivated Consumer Boycotts on Brand Image, Loyalty and Product Judgment. European Journal of Marketing, 48(11/12), 2262-2283. 

Farah, M. F., & El Samad, L. (2014). The Effects of Religion and Religiosity on Advertisement Assessment among Lebanese Consumers. Journal of International Consumer Marketing, 26(4), 1-26.

Farah, M. F., (2014). An expectancy-value approach to the study of beliefs underlying consumer boycott intention. International Journal of Business and Management, 9(10), 101-115.

Farah, M. F., & Newman, A. (2010). A Socio-Cognitive Approach to Exploring Consumer Boycott IntelligenceJournal of Business Research, 63(4), 347-355.